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Website Optimization Services: Speed & UX

Make the key paths on your website faster and easier to complete.

We'll reply with a written proposal: the work, what we need from you and an estimated timeline.

The hidden problems

Find what stops your customers finishing important tasks on your website

A page can get a high score in a speed test tool and still be slow on real phones, have a button some people can't use, a broken form or a lead that never reaches your sales team. The first step is to agree which customer tasks and results your business really needs to protect.

  • A good score hides a task that's broken

    One lab speed test can improve while a real form, menu, checkout or tap on a phone is still slow or unusable.

  • Real visitor data and lab tests get mixed up

    Groups of real visits show who is affected, while controlled lab tests help repeat the problem and pin down its cause. Mixing the two leads to wrong conclusions.

  • Forms fail after the click

    Field checks, consent, confirmation messages, routing, duplicate checks and your CRM (customer records system) accepting the lead can all lose a lead, even after the page has counted it as a conversion.

  • Accessibility problems stop people finishing

    Layout on zoom or small screens, keyboard focus, status messages, color contrast, labels and button size can all fail for people with disabilities, even when the page looks cleaner.

  • Several changes go out at once

    Wording, layout, code, audiences and tracking are all changed together, so there is no way to tell what worked or what broke.

  • A rise is wrongly credited to the website change

    A before-and-after change can come from demand, a different mix of visitors, the season, tracking or another update, rather than the website change itself.

Exactly what's included

What our website optimization services can include

Softscotch finds what is slowing down or blocking the parts of your website that matter most, such as booking, buying or contact forms. We fix the causes we agree on, test real customer tasks and show you what changed after each update goes live. You get a plan in order of priority, the fixes themselves where they are in scope, proof that each one works and a clear handover. We don't promise a particular speed score or a rise in sales.

Eight areas of work take you from a starting point and finding the causes, through agreed fixes, testing real customer tasks and careful releases, to a handover your team can run with.

Customer tasks, page types and starting point

We map your priority customer tasks, typical pages, data from real visitors, controlled lab test conditions, what counts as a result, recent updates and known limits.

Fixing speed and loading

We trace what hurts Google's page experience scores, LCP, INP and CLS (how fast the main content loads, how quickly the page responds to a tap and how much it jumps around), including the server, caching, images and files, fonts, scripts and outside tools, then make the agreed fixes.

Making pages easier to use and follow

We fix menus, the order of information, buttons that lead clearly to the next step, layouts on phones, how buttons and controls respond, and the content people need to decide, without pushy or misleading design tricks.

Fixing forms, consent and lead routing

We check field labels, error messages, how people fix mistakes, spam protection, permission wording, duplicate checks, confirmations, whether your CRM accepts the lead and who is responsible for replying.

Tracking actions and results

We version tracking events and their details, key actions, rules against double counting, consent status, proof from Google Analytics DebugView (a live testing screen) and agreed definitions of a good-quality lead.

Careful releases and re-testing

Before each release we test typical devices, content, failure cases and a way to undo the change. Then we note the release in your reports and watch the live result.

Plan for improvements and tests

We keep observations apart from ideas to test, decide when a controlled A/B test (showing two versions to different visitors) is realistic, and keep clear limits on traffic needed, how visitors are split, safety measures and how much of a change the test can really prove.

Handover and guides for your team

We hand over a record of every fix, test result, tracking definition and release, plus simple guides and a walkthrough. Your team then knows what changed, how to check it still works and what to tackle next.

Why Softscotch

We improve the customer's path through your site, not just the score

Softscotch links technical causes, customer tasks, accessibility checks (making sure people with disabilities can use the site), where form leads go and business results. We keep what we observe separate from what we have actually proven caused a change.

The customer's task comes before the score

Priority customer paths and checks that they work decide what needs to improve, before any tool suggests a fix.

Real visitor data and lab tests each do their own job

Groups of comparable real visits show what customers actually experience, while controlled lab tests pin down causes we can repeat and spot anything an update breaks.

Accessibility is part of finishing the task

Keyboard use, focus, layout on zoom, status messages, labels and fixing mistakes are tested with the real task, not added after the design is done.

Tracking is checked beyond "it fired"

We connect what happens in the browser, consent, duplicate checks, where leads go and whether your systems accept them before any KPI (key performance number) is trusted.

Tests need a real decision plan

How visitors are split, who sees each version, the smallest change worth finding, the number of visits needed, safety measures and when to stop are all agreed before anyone reads a result.

We describe results carefully

Changes that went live, changes we observed, results from controlled tests and sales results are reported as separate kinds of evidence.

Service decisions

The 36 decisions behind a reliable website optimization update

The work covers groups of similar pages, data from real visitors and from lab tests, causes of slow pages, the order of content, forms, tracking events, tests, releases, monitoring and reports on the quality of leads and sales.

Scope and starting point
What's in scope and which tasks come firstDefine the pages, customer tasks, visitor groups, business limits and owners of related work before any optimization begins.
What counts as a real resultName what counts as a finished task, a lead, an order and a sale, with what each is measured against, the time period and the person responsible.
Starting-point recordRecord comparable groups of real visitors, lab test conditions, the state of each customer path, recent updates, known faults and where we are less sure.
Access and what the work depends onRecord your website editor, code, hosting, tracking tags, CRM, forms, approvals, logins and release steps, without asking for more access than we need.
Starting check of accessibility and consentNote keyboard use, focus, layout on zoom, labels, status messages, tracking and permission settings before anything changes.
Who releases changes and who can undo themName who builds, approves, monitors, handles problems and can roll back (undo) every change to the live site.
Information and page records
List of page types and pagesGroup typical pages by design template, content, traffic, the customer task they support and what they rely on technically.
Real-visitor data versus lab testsUse groups of real visitors to find where the problem hurts most, and controlled lab tests to repeat the problem and pin down its cause.
What slows the main content (LCP)Trace server response time, how soon the browser finds the main image or text, its priority, download time and display delay for the largest item on the page.
What slows clicks and taps (INP)Split the wait before the page reacts, the code that runs and the delay before the screen updates, for typical customer actions.
Platform and page behavior
What makes the page jump (CLS)Find images without a set size, content added late, fonts and other changes that move what people are reading without warning.
Limits for outside scripts and browser workloadGive a business owner and a cost limit to tracking tags, add-on code, long-running tasks and anything competing for the connection.
Caching and delivery rulesSet rules for how long saved copies of pages stay fresh, how they are checked and cleared, and how private data is kept out, for each type of page and response.
Phone layout and mobile task checksCheck content order, zoom, layout on small screens, button size, elements that stick to the screen and key tasks across different screen widths.
Making and delivering changes
Menus and content orderLine up information, proof, the call to action (the button or link that asks for the next step) and where it leads with the customer's next decision.
Finishing forms and fixing mistakesTest labels, instructions, error messages, keeping what people typed, spam protection, confirmation and a safe way to try again.
Agreed test setupFix how visitors are split, when they count as having seen a version, the main result, safety measures, exclusions and how results will be broken down, all before a test starts.
Checking analytics eventsConfirm event names, their details, consent status, duplicate checks, how they behave in DebugView and whether they show in reports before anyone relies on them.
Safety checks and testing
Lead records and routingMatch each form action to a lead ID, handle duplicates, confirm your CRM accepts the lead, name the owner and set the agreed reply time.
Watching for errors and broken pathsSpot failed requests, JavaScript (page code) errors, rejected forms, broken links and points where people give up trying to recover.
List of old code and risky add-onsRank outdated plugins, unused code, fragile page templates and unsupported add-ons by how much harm and risk they cause.
Order of fixesPut approved fixes in order by how many visits they affect, business value, how strong the evidence is, what they depend on and how costly they are to undo.
Improvements and testing
Combining behavior and evidenceCombine step-by-step drop-off reports, visit recordings, customers' own words and technical facts before forming an idea to test.
Checking test groups and tracking qualitySpot broken visitor splits, missing records of who saw each version, results counted twice and versions not showing correctly before reading a test.
Sample size and when to stop a testChoose the smallest change worth finding, the risk of a wrong answer, how many visits are needed and how to decide when to stop, before checking results again and again.
Differences between visitor groupsLook at meaningful differences by device, traffic source or type of customer, without slicing the data endlessly after the fact until something looks like a win.
Measuring results and value
Real added value and safety limitsRead the main result alongside profit margin, lead quality, accessibility, speed, customers who stay and the cost of errors.
Comparable groups of visitsCompare each stage of a task by page, device, traffic source and type of customer, while keeping the count of visits that qualify for each stage.
Sampling visit recordingsUse a written sample and clear privacy limits to replay where people struggle, without treating a few stories as proof of how common a problem is.
What customers tell youLink what support, sales, research and your own pages hear from customers to specific ideas about a customer path and gaps in your proof.
Fair test versionsCheck that content, scripts, tracking, consent and connected tools are the same in every test version apart from the one change being tested.
Rules and upkeep
Safety and harm measuresTrack errors, accessibility, speed, lead quality, extra work for support and sales costs alongside the main result.
Change logRecord what changed, where, when, by whom and based on what evidence, so a rise or fall isn't credited to the wrong cause.
Watching for things breaking againRecheck the approved customer paths, speed, accessibility, forms and tracking after later updates.
Matching leads and salesJoin accepted leads or orders with their later quality, value, profit margin and time to close, without hiding records that are missing.
Upkeep triggers and ownersSet warning limits, how often things are reviewed, expected response times and when to retire each monitor and outside tool.
Research and implementation tools

We use the tools your site and your data actually need

Browser, analytics, monitoring and publishing tools only become part of the plan after we check access, how much data they hold, your plan level, your account and whether they suit your site technically.

Look under the hood

Our website optimization audit: seven checks that turn symptoms into an agreed fix plan

Each check names the customer path affected, the evidence behind the decision, the work to do, the tests we will run and who owns anything that is still open.

Check 01 · Customer tasks, page types and starting point

Customer tasks, page types and your starting point

We agree which customer paths matter, which groups of pages represent them and which evidence is reliable enough to guide the first decision.

You get the named customer paths, typical pages, sources of evidence, limits and owners that define the job, before any fix is suggested.

Priority paths proveWe identify the customer tasks that matter, the pages and page designs involved, and the devices and markets that the starting point must cover.
Business results defineYour team defines what counts as a finished task, a lead or an order, so a click on a page isn't mistaken for real business value.
Starting evidence buildThe starting point keeps real visitor data, controlled lab tests, known faults, the history of updates and gaps in the data separate.
Access blockers riskMissing access to the test site, code, analytics, forms, CRM or hosting is logged early, with the person needed to unblock it.
A fair sample sign-offThe review covers enough pages, page designs, content and devices to support the agreed decisions, without claiming that every single visit was seen.
Priority plan decideYou get a ranked list of causes, opportunities, dependencies, checks that prove each fix works and owners for the first update.
Check 02 · Fixing speed and loading

Fixing speed and loading

We find what slows loading, delays responses to taps and makes the layout jump on the agreed customer paths, then turn those findings into a fix and release plan with an owner.

The review links each recommended speed change to a customer path it affects, a cause we can repeat, the person who will make the change and a check after release.

Who is affected proveReal visitor data shows which groups of pages are slow on phones and computers, and the report says when there is too little traffic or page coverage to tell.
Main content loading defineWe trace server response, how soon the browser finds the item, its priority, download and display for the largest item on the page (what Google calls Largest Contentful Paint).
Slow responses buildTypical clicks, taps and typing are measured to split the waiting time, the code that runs and the time until the browser updates the screen.
Unexpected jumps riskImages without a set size, fonts, banners and content added late are checked for moving the layout while the page loads and while people use it.
Cost of outside tools sign-offTracking tags, embedded widgets and add-on code are each given a business owner, so decisions to remove, delay or replace them weigh both their value and how much they slow the page.
Proof after release decideBefore-and-after lab tests and live checks confirm the intended change, without claiming that one controlled test predicts every real visit.
Check 03 · Making pages easier to use and follow

Making pages easier to use and follow

We check whether customers can find, understand and complete the next step on small screens, with a keyboard and in every important state of the page.

The page is reviewed as a customer's path, including the order of content, how buttons behave, how people recover from mistakes and the next step, on small screens and with a keyboard.

Menus and links proveMenu labels, the order of information and links between pages are checked against the questions a customer needs answered before acting.
Phone layout defineContent, tables, buttons and elements that stick to the screen are tested on narrow screens so key information stays readable and usable.
Keyboard and focus buildButtons and links are reached in a sensible order, show clearly which one is selected and give a clear route through menus, pop-ups and forms.
Content and proof riskKey claims, prices, limits, proof and calls to action stay clear at the exact point where the customer needs them to decide.
Page states sign-offLoading, empty, unavailable, error, success and try-again states explain what happened and what the customer can do next.
Task check decideA reviewer completes each priority task on the agreed devices and records any remaining friction, exceptions or actions for an owner.
Check 04 · Fixing forms, consent and lead routing

Fixing forms, consent and lead routing

We follow every important form from the first field to a confirmed submission that reaches the right place, with helpful error messages and a way to recover.

The review follows a form from the first field through fixing mistakes, consent, confirmation, your systems accepting the lead and the person responsible for replying.

Form fields proveLabels, instructions, required fields and input formats are checked with real content, on phones and with assistive tools such as screen readers.
Errors and recovery defineError messages point to the field with the problem, keep safe answers already typed and tell the customer how to fix it and send again.
Consent choices buildTracking and contact choices follow your approved privacy notice and preference rules, whether a visitor accepts or refuses.
Spam and duplicates riskSpam protection blocks obvious abuse without quietly rejecting real submissions or creating duplicate customer records.
Lead routing sign-offA successful submission reaches the agreed system, is stored once, alerts the right person and records any failure to route it.
Start-to-finish proof decideThe final test covers a valid lead, common errors, duplicates, the confirmation, the lead arriving in your CRM and the owner being assigned.
Check 05 · Tracking actions and results

Tracking actions and results

We make each reported action traceable to a defined customer action, an approved consent choice and, where the data allows, a lead or order your team accepted.

Tracking events are only trusted after we check what they mean, their details, consent status, whether they show in reports and how the business uses them later.

What each event means proveEach event names the customer action it stands for, exactly what triggers it and the business result it must not be confused with.
Consent status defineHow tracking tags behave and what details they record are checked against your approved consent choices before reporting starts.
Details and duplicates buildRequired details, page context and duplicate rules are checked, without collecting any data beyond what was agreed.
Live test check riskGoogle Analytics Realtime and DebugView (live testing screens) show whether the event and its details arrive, while when it appears in reports and processing limits are noted separately.
What happened next sign-offWhere the data allows, a click in the browser is matched to the form being accepted, the lead owner, lead quality or order status, instead of being counted twice.
Reporting limits decideThe report states the source, what each number is measured against, the period, missing data and whether a change is just observed or backed by a controlled test.
Check 06 · Careful releases and re-testing

Careful releases and re-testing

We prove the agreed change works on typical pages and devices, can recover if something fails and has an owner once it is live.

No change goes live until the agreed groups of pages, customer tasks, failure cases, monitoring and the person responsible for undoing it are ready.

Release batch proveChanges are grouped by what they depend on and how risky they are, so the team knows exactly what will go live and what will wait.
Test site coverage defineTypical page designs, content, browsers, devices and connected tools are tried out on the test site before release is approved.
When things fail buildBroken files, failed requests, form errors, services that are down and slow outside tools are tested to make sure customers still get a useful response.
Ready to undo riskThe person releasing the change has a saved version, backup or way to reverse it, and knows what evidence would trigger a decision to roll it back.
Live monitoring sign-offAfter release, the team watches the agreed technical, task and lead routing signals for anything that breaks and for problems still unresolved.
Handover decideThe final release note lists checks passed, open risks, monitors, who to contact about problems, what triggers upkeep and the next priority.
Check 07 · Plan for improvements and tests

Your plan for improvements and tests

We decide whether the evidence supports a straight fix, more investigation or a controlled A/B test that ends in a useful business decision.

We only suggest a test when your traffic, stable test versions, reliable tracking and the business decision at stake make a controlled test worth running.

A useful idea to test proveCustomer evidence and technical facts are turned into a specific change, the audience it affects and the decision the result should lead to.
Can we test it? defineTraffic, reliable tracking, stable test versions, other updates going out at the same time and the value of the decision are checked before we recommend a test.
Who sees what buildThe plan sets out who can enter the test, how visitors are split between versions and when a visitor counts as having seen one.
Sample size and stopping riskThe team agrees the smallest change worth finding, the risk of a wrong answer, the number of visits needed and when to stop, before checking results again and again.
Safety limits sign-offSpeed, accessibility, errors, lead quality, profit margin and extra work for support can block a "win" that only looks good on the main measure.
Decision report decideThe result states the estimated effect, how uncertain it is, exclusions, safety limits, technical faults and whether the evidence supports keeping the change, trying again or stopping.
Your type of business

The approach changes with your type of business

We adjust the work to your customers, your risks, your data, how often things change and your sales situation, while keeping to the same agreed limits on what this service covers.

Local

Local services

For local services, website optimization has to take account of your location, the area you serve, availability, calls, bookings and who is responsible for replying.

FocusList of page types and pages, real-visitor data versus lab tests, what slows the main content (LCP)
MeasureReal visitor experience by page and device, lab tests of causes and new breakages, tasks everyone can complete
Ecommerce

Online stores and direct-to-consumer brands

For online stores and direct-to-consumer brands, website optimization has to take account of accurate product details, stock, promotion terms, checkout steps, returns and profit margin.

FocusWhat makes the page jump (CLS), limits for outside scripts and browser workload, caching and delivery rules
MeasureLab tests of causes and new breakages, tasks everyone can complete, forms that arrive in the right place
Software

Software companies (SaaS)

For software companies, website optimization has to take account of use cases, product proof, free trial or demo steps, integrations and getting new users started.

FocusMenus and content order, finishing forms and fixing mistakes, agreed test setup
MeasureTasks everyone can complete, forms that arrive in the right place, record of changes and tests
B2B

Business-to-business (B2B) and professional services

For B2B and professional services, website optimization has to take account of buying groups, expert proof, lead qualification, handover to sales and the long gap before deals close.

FocusLead records and routing, watching for errors and broken paths, list of old code and risky add-ons
MeasureForms that arrive in the right place, record of changes and tests, good-quality leads and sales
Health

Healthcare and wellness

For healthcare and wellness, website optimization has to take account of accuracy, privacy, who is eligible, appointment status and the limits of what can be said about treatment.

FocusEvidence of customer frustration, checking test groups and tracking quality, sample size and when to stop a test
MeasureReal visitor experience by page and device, lab tests of causes and new breakages, tasks everyone can complete
Regulated

Finance, insurance and legal

For finance, insurance and legal, website optimization has to take account of the rules in each region, approvals, required disclosures, sensitive data and terms that change.

FocusReal added value and safety limits, comparable groups of visits, sampling visit recordings
MeasureLab tests of causes and new breakages, tasks everyone can complete, forms that arrive in the right place
Education

Education and training

For education and training, website optimization has to take account of program details, dates, entry requirements, enrollment steps, outcomes and accessibility.

FocusSafety and harm measures, change log, watching for things breaking again
MeasureTasks everyone can complete, forms that arrive in the right place, record of changes and tests
Media

Publishers and media

For publishers and media, website optimization has to take account of authors, content rights, subscriptions, fast publishing cycles and original reporting.

FocusWhat's in scope and which tasks come first, what counts as a real result, starting-point record
MeasureForms that arrive in the right place, record of changes and tests, good-quality leads and sales
Marketplaces

Marketplaces and directories

For marketplaces and directories, website optimization has to take account of value for both buyers and sellers, user identity, listings, data quality and duplicate actions.

FocusList of page types and pages, real-visitor data versus lab tests, what slows the main content (LCP)
MeasureReal visitor experience by page and device, lab tests of causes and new breakages, tasks everyone can complete
Travel

Travel and hospitality

For travel and hospitality, website optimization has to take account of seasons, location, availability, booking value, cancellations and policy terms.

FocusWhat makes the page jump (CLS), limits for outside scripts and browser workload, caching and delivery rules
MeasureLab tests of causes and new breakages, tasks everyone can complete, forms that arrive in the right place
Industrial

Industrial and manufacturing

For industrial and manufacturing, website optimization has to take account of specifications, compatibility, distributors, long buying decisions and good-quality inquiries.

FocusMenus and content order, finishing forms and fixing mistakes, agreed test setup
MeasureTasks everyone can complete, forms that arrive in the right place, record of changes and tests
Membership

Memberships and communities

For memberships and communities, website optimization has to take account of what each member can access, ongoing value, moderation, renewals and member support.

FocusLead records and routing, watching for errors and broken paths, list of old code and risky add-ons
MeasureForms that arrive in the right place, record of changes and tests, good-quality leads and sales
Clear ownership

Know what Softscotch handles, what we coordinate and what stays with you

Before work begins, your proposal names who makes the changes, the decisions your team must make, any outside suppliers we depend on, who approves each change going live and any separate costs.

We handle

The agreed diagnosis, fixes, testing and proof of each release set out in your proposal.

  • Customer tasks, page types and starting point
  • Fixing speed and loading
  • Making pages easier to use and follow
  • Fixing forms, consent and lead routing
  • Tracking actions and results
  • Careful releases and re-testing
We coordinate

The people and suppliers needed to approve, release and support the work.

  • The people who own your products and offers
  • Your website editor and development team
  • Your hosting and CDN (content delivery network) providers
  • The people who run your analytics and CRM
  • Accessibility and security reviewers
  • Your sales and customer service leads
You keep

Business, privacy, legal and live-site decisions that stay with your team.

  • The facts about your products and prices
  • Consent and privacy decisions
  • The final say on launching any test
  • Legal and accessibility interpretation
  • What counts as business value
  • Live-site logins and approval to undo changes
How it fits together

Nine practical pieces of work that keep the results usable

Your team can follow each priority customer path from the starting point and diagnosis, through the fix, the check that it works, the release and monitoring, to the next decision.

Website Optimization and Speed

01
Customer path and scope summary

See the priority pages, customer tasks, devices, business results, what's left out and the owners before optimization begins.

02
Access and what the work depends on

Know which parts of your website editor, code, hosting, analytics, CRM, forms, approvals and release steps could hold up delivery.

03
List of pages and page types

Group typical pages by page design, content, customer task, traffic and what they rely on technically.

04
Why clicks and taps feel slow

Split the wait before the page reacts, the code that runs and the time until the screen updates, for typical customer actions.

05
Caching and delivery rules

Write down how saved copies of pages stay fresh, are checked and cleared, and how private data is kept out, for the groups of pages in scope.

06
Test decision plan

Where testing is realistic, agree how visitors are split, who counts as having seen a version, the main result, safety limits, exclusions and analysis before launch.

07
Evidence of customer frustration

Combine data about customer paths, a sample of visit recordings, customers' own words and technical facts before suggesting a change.

08
Sample of visit recordings

Use a written sample and clear privacy limits to replay where people struggle, without treating a few visits as proof of how common the problem is.

09
Lead and sales quality report

Connect accepted leads or orders with whatever quality, value, profit margin and time-to-result data is available, while showing what is missing.

The connected growth engine

Customer path planning

Puts the customer tasks, questions for the evidence, ideas to test, exclusions and the order of decisions in priority.

Speed engineering

Finds causes in the server, caching, files, browser workload and outside tools, then checks the agreed fixes.

Experience

Improves the order of information, how buttons and controls respond, layouts on different screens, accessibility and recovering from mistakes.

Data

Defines tracking events, duplicate checks and consent status, then checks where leads go and whether your systems accept them.

Testing

Defines how visitors are split, who counts as having seen a version, sample size, safety limits, when to stop and the analysis, where testing is realistic.

Release rules

Names the owners for approval, going live, undoing changes, monitoring, problems and future upkeep.

One connected scope. Website Optimization and Speed is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.

What to expect

How long website optimization takes: from a measured starting point to the first checked update

The starting point and priority plan can be ready in the first working week once we have full access. A typical first fix often reaches testing in week one or two. When it goes live depends on who controls the code, your test site, outside suppliers, the risk involved and approvals.

Website optimization and speed: first delivery and release

Days 1 to 3

Agree the priority customer paths

We confirm the pages, page designs, devices, customer tasks, business results, what's left out, access and owners in scope.

KPI Agreed
Days 2 to 5

Measure the starting point

We compare real visitor experience with controlled lab tests, task checks, how forms behave, the history of updates and known business limits.

KPI Measured
By the end of week 1

Rank the fix plan

You get a ranked list of the causes we found, recommended changes, what they depend on, risks, owners and checks that prove each fix works.

KPI Ranked
Week 1 to 2

Test a first fix

We make the first agreed change where access allows, then test speed, the customer task, accessibility, tracking and what happens when something fails.

KPI Tested
Weeks 2 to 4

Release the agreed changes

We release approved fixes in careful batches, with a record of each version, live checks of customer paths, monitoring, a named person for problems and a way to undo them.

KPI Go live
After release

Monitor and hand over

We report lab tests and any real visitor data available, which tasks and forms passed, open risks, what triggers upkeep and the next decision we recommend.

KPI Handed over

Our full growth plan (all services together), month by month

Month 1

Setup and first launch

Agree priorities, fix the biggest problems and launch the first approved work once we have access, content, budget and your sign-off.

KPI First work live
Month 2

Build and improve

Use the first report to improve the live work and build the next agreed materials, campaigns, pages or follow-up steps.

KPI Improvements live
Month 3

Do more of what works

Do more of the messages, audiences, pages or channels that the results show are working, while keeping budgets and quality checks within the limits we agreed.

KPI What works, expanded
Month 4

Strengthen results

Fix weak handovers between teams, gaps in tracking and anything slowing delivery, then test the next priorities against measures that matter to your business, such as lead quality and sales.

KPI Blockers removed
Month 5

Turn more visitors into customers

Improve the offer, message, page and follow-up steps wherever the results show people getting stuck or leads that aren't a good fit.

KPI Improvements to win more customers live
Month 6

Plan the next round

Review what changed, what the results really show, what should stop and which work deserves budget and attention in the next period.

KPI Next round agreed
How we compare

A checked customer path from start to finish, not a pile of unconnected fixes

Softscotch defines the customer path, finds the cause, releases the approved work and checks the live result with the people on your team who must keep it working.

The risk of using a different agency for everything
  • Works on whichever page got the lowest automatic score
  • Treats one lab test as the experience of every customer
  • Fixes images and scripts without checking the buying task still works
  • Leaves keyboard use, phone layouts and error recovery for a later project
  • Counts a form click without checking the confirmation or where the lead went
  • Changes wording, layout, code and tracking all in one release
  • Tests the ideal path but not failed services or wrong entries
  • Reports one blended average that hides the pages and devices with problems
  • Hands over a dashboard with no one in charge of releases or upkeep
  • Promises a score, ranking or sales result that it can't actually control
vs
Softscotch
  • Starts with the priority customer task, groups of pages and business result
  • Uses real visitor data to find the impact and lab tests to find the causes
  • Connects speed work with ease of use, accessibility, forms and measurement
  • Tests consent choices and data collection against the decisions your team made
  • Groups changes so each release, and anything it breaks, can be understood
  • Checks the path from a click in the browser to an accepted lead or order
  • Tests errors, services that are down, safe retries and undoing changes
  • Reports each page, device, period and traffic level, with the limits of the data
  • Hands over checks passed, open risks, monitors and named owners
  • Commits to the agreed work and evidence, without guaranteeing the result
The numbers

Results from Softscotch client work.

These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.

$12M+Ad spend managed for clients
87,200+Leads generated for clients
2,140+Search terms ranked on Google's first page
$28M+Revenue generated for clients
Client case studies

All six Softscotch client stories.

Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.

Education consultant speaking with a prospective student Education Ads + local SEO
+183%leads

183% more leads for an education consultancy

WordPressQuora adsLocal SEO
The challenge

An education consulting business in India needed to build its digital presence and lead flow from scratch.

What changed
  • Built a new WordPress website
  • Used Quora ads to grow daily lead volume
  • Added Local SEO and community engagement
+183% leads25+ leads/day-38% bounce rate+273% new users
Bright modern home interior representing the home-solutions client Home solutions Shopify + SEO
+82%Shopify sales

Home-solutions ecommerce growth

ShopifyOrganic searchAmazon ads
The challenge

A home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.

What changed
  • Resolved the Google penalty
  • Revamped the website and online store
  • Improved organic visibility and Amazon campaign performance
+82% Shopify sales+147% organic+23% Amazon ROAS
Mother and baby representing the lactation-consultant client Health consultant $20/day
5/daybooked calls

Five booked calls a day for a health consultant

Facebook adsGoogle AdsLocal SEO
The challenge

A Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.

What changed
  • Rebuilt the hacked site and migrated it to secure hosting
  • Ran targeted Facebook and Google campaigns
  • Reached top-three local Google positions
5 calls/day$20 daily spend+87% local traffic+34% new users
Ecommerce owner preparing customer orders beside a laptop Ecommerce 10 months
+315%organic traffic

315% organic growth for an ecommerce site

Content strategyOn-page SEO
The result

Softscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.

What changed
  • Optimized product and collection pages
  • Improved the links between pages and the page addresses (URLs)
  • Made the site easier for Google to explore and better matched to what people search for
+315% organic10 monthsProductsCollections
SaaS team reviewing campaign data around a laptop SaaS platform Cold outreach
16%reply rate

9% close rate for a transcription SaaS

ProspectingSMTP
The challenge

A transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.

What changed
  • Built a comprehensive prospecting list
  • Managed the cold outreach campaigns
  • Set up reliable email-sending servers (SMTP)
9% close rate16% reply rateSaaSManaged outreach
Healthcare professional consulting with a patient Healthcare 6 months
+182%organic traffic

182% organic growth for a healthcare clinic

HealthcareOn-page SEOOff-page SEO
The challenge

A clinic in a competitive location needed to build organic search visibility from the ground up.

What changed
  • Built the clinic's foundation for unpaid (organic) Google search
  • Combined on-page and off-page SEO
  • Reached top-five positions in Google Search
+182% organic6 monthsTop 5 Google
01 / 06
In their words

Teams that stopped leaving clicks on the table.

★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
★★★★★

"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."

MJ
Malvika JainCyclop
★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
No black box

You'll always know exactly what we changed.

Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.

Your delivery, at a glanceSample
Changes shipped12
Pages reviewed28
StartMidpointNow
Delivery activity✓ Up to date
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Live client dashboard

Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.

This week, explainedSample
✓Titles updated
Ready for your review
SSSoftscotch weekly update
0:00
2:00
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Weekly video summary

A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.

The change is clearSample

Before

Titles30 / 100
Structure42 / 100
Content28 / 100

After

Titles84 / 100
Structure79 / 100
Content90 / 100
Same page. Reviewed changes.
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Before/after score per page

See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.

Your weekly reportSample
01
What shipped

Approved page updates are live.

02
What we learned

Product details need a review.

03
What happens next

Confirm the next priority pages.

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Plain-English reporting

Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.

Your data. Your view.Sample
Organic search
StartMidpointNow
Sample report preview↗
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Reports on demand

Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.

Every step, visibleSample
  1. ✓
    Proposed

    Softscotch prepares the change.

  2. ✓
    Approved

    Your team gives the go-ahead.

  3. ✓
    Published

    Checked live and recorded.

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Ethical, transparent, always on

One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.

One plan, full-stack access

One Softscotch plan gives you access to the full service stack, coordinated around your priorities.

You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.

Pricing approach

One price for everything, not a stack of separate retainers.

You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.

Bought separately, service by service

A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.

SEO (technical, on-page, content)$2,000–3,500/mo
Local SEO+$750–1,500/mo
Programmatic SEO+$1,000–2,500/mo
CRO & landing pages+$2,000–3,500/mo
Paid ads (Google & Meta)+$2,500–4,000/mo
Marketing automations+$1,500–3,000/mo
Cold email outreach+$1,500–2,500/mo
Email marketing & newsletters+$750–1,500/mo
Website management & care+$750–1,500/mo
WordPress build & setup+$2,500–6,000 once
10 separate services$12,750–23,500/mo

Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.

All of it, one scope

We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.

  • SEO: technical, on-page, content, local and AI search
  • Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
  • CRO and landing pages
  • Paid ads across Google and Meta
  • Automations, cold email and newsletters
  • WordPress build, setup and ongoing care
  • One team, one roadmap and one point of contact
  • Reporting tied to qualified leads and revenue
Everything above. One flat monthly fee.A fraction of the cost of the stack on the left
Plus free access to our own platforms
Post InstantlyVerified WidgetsTrending FunnelsBrands for CreatorsDarnItSEOGoHighLevel

Priced to your site after the audit. No sticker price, and no per-service creep.

What shapes your quote
Site sizePage count, templates and how much of the site actually needs work.
Market competitionHow hard the terms you want to win are, and who you are up against.
Content needsHow much new writing, rewriting and production the plan calls for.
Build complexityYour website platform (CMS, the system you edit your site in), your other tools and how involved the changes are to make.
Final pricing comes after the audit, once we have seen the four things above on your actual site. You get a written scope and a fixed quote before any work begins: no lock-in, no surprise line items, and no upfront number that ignores your market.
Request a custom scope
Questions, answered

Website optimization FAQs

These answers cover what's included, access, the first delivery, who owns releases, separate costs, the limits of measurement and what Softscotch can't guarantee.

Filter
What is included in website optimization and speed services?

A proposal can include a starting point for your customer paths and page designs, finding speed problems, agreed speed and ease-of-use fixes, form and lead routing repairs, tracking checks that respect consent, testing before release, monitoring and handover. It lists the exact pages, the work we will do, owners, costs and what is left out before work starts.

When is website optimization a good fit?

It's a good fit when important pages, forms or buying steps are slow, confusing, hard for some people to use or poorly measured, and your team can give us suitable access and a named person to approve releases. A full redesign or rebuild may suit you better if the site's basic structure can't support targeted fixes.

What access do you need for website optimization?

We normally need your priority pages and tasks, access to your website editor or code, your test and live sites, analytics and form details, the history of updates, your consent decisions, typical devices and named technical and business owners. The proposal states the smallest level of access we need for your scope.

Which access and data do you check before website optimization starts?

We check whether there is useful real visitor data, whether your Google Analytics property and data stream are available, how the site can be changed and published, what test site or test traffic exists, and which CDN or tool features your account includes. If data is missing, we say so instead of guessing.

How does consent affect website optimization and measurement?

Analytics, visit recordings, personalized content, A/B tests and forms can collect or use personal data. Your organization approves the legal basis, privacy notices and choices offered to visitors. Softscotch sets up and tests the agreed tracking and form settings within the scope.

What evidence do you capture before changing anything on the website?

We record comparable groups of real visits where there is enough data, controlled lab tests, how priority tasks and forms behave, accessibility checks, how tracking behaves, recent updates and, where your systems show it, whether leads or orders were accepted.

How do you measure website optimization results?

Reports can cover LCP, INP and CLS (Google's loading, responsiveness and layout stability scores) by page group and device where data exists, causes we can repeat, tasks everyone can complete, forms that reach the right place, changes that went live and good-quality leads or orders. Every number shows its source, which visits it covers, the period and its known limits.

Does a faster page prove more sales or revenue?

No. A faster lab test shows a technical change under stated conditions, and a change in conversions may only be something we observed. Proving business value needs leads or orders your team accepted, and claiming the change caused a rise needs a properly designed controlled test.

How do you keep observations separate from tests?

Technical checks and before-and-after observations can suggest an idea. A controlled A/B test only starts after we agree who can take part, how visitors are split, when they count as having seen a version, the main result, the smallest change worth finding, the number of visits needed, safety limits, exclusions and when to stop.

Do you make the approved website optimization changes yourselves?

Yes, when that work is listed in the proposal. Softscotch can change agreed page designs, files, scripts, forms or tracking and check the live result. Hosting changes, specialist engineering, redesign, copywriting and work owned by another supplier stay separate unless the proposal includes them.

Where do people stay in control of website optimization?

Your named owners approve the facts about your business, trade-offs between customer needs and design, accessibility and legal interpretation, live releases, tests and undoing changes. Automatic checks can gather evidence and flag faults, but they never approve a release.

Can you guarantee results from website optimization?

No. Softscotch is accountable for the agreed diagnosis, changes, testing, proof of each release and reporting. We don't guarantee a speed score, passing Google's real visitor tests, meeting accessibility standards, rankings, more conversions, leads, revenue or profit.

How long does the first website optimization cycle take?

A starting point and priority plan can usually be ready in the first working week once we have full access. A typical first fix may reach testing in week one or two. A wider release depends on who controls the code, your test site, outside suppliers, the risk of breaking something and approvals.

How is website optimization priced?

Pricing depends on the number of page groups, customer paths, systems, outside suppliers, forms and tracking events, plus how deep the diagnosis, changes, testing and monitoring go. Hosting, CDN, software, licenses, outside developers and specialist reviews are paid separately unless they are listed.

Does Softscotch give legal approval for website optimization changes?

No. Softscotch can put the agreed consent, privacy and accessibility requirements in place and give you test evidence. Your organization and qualified advisers keep responsibility for legal interpretation, rules in each market and final approval.

What work is not part of website optimization?

Unless listed in the proposal, the scope doesn't include a full redesign or rebuild, brand-new content, broad SEO work, a complete analytics rebuild, specialist security fixes, accessibility certification, large-scale A/B testing that needs high traffic to give reliable answers, or unlimited upkeep.

How are personal data and logins handled during website optimization?

The access plan names the users and systems involved, gives only the access needed and records how long access is kept and how it is removed. Your organization approves data roles, legal basis, supplier terms and any limits around sensitive data.

What happens after the first website optimization release?

You get the released versions, checks passed, open faults and risks, who is responsible for monitoring, who to contact about problems, what triggers upkeep and the next recommended priority. Later changes to your site or platform can break things again, so no result is treated as permanent.

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